Request a Trial

Houston, TX based, Stage Stores, offers consumers recognized brand named clothing, apparel, accessories, cosmetics and footwear. The company operates under the Bealls, Palais Royal and Stage names throughout the South Central, Southwestern and Northwestern states, and under the Peebles name throughout the Midwestern, Southeastern, Mid-Atlantic and New England states.

Your personal LinkedIn™ network connections

DailyVista

Company: Winmo), based in Houston, offers consumers apparel, accessories, cosmetics and footwear under the Bealls, Palais Royal and Stage names throughout the South Central, Southwestern and Northwestern states, and under the Peebles names throughout the Midwest, Southeast, Mid-Atlantic and New England states.

Opportunity: In the Q3 earnings call, SS CEO Michael Glazer said that the company is “rejuvenating [its] marketing programs to deepen [its] connection with customers.” DailyVista told you in August that SS was shifting more into digital and mobile and this appears to still be the case. Glazer said that SS’s e-commerce business has been a priority, as well as omnichannel initiatives.

Additionally, SS refreshed its logo and branding and is currently creating a more personalized message. Along with this new messaging is an increase in digital and radio marketing. While holiday dollars are likely scarce at this point, look for refreshed marketing initiatives to open up digital and radio dollars in 2016. Also, digital and mobile sellers should reach out with targeted ideas that will reach more millennial women. Moroch has handled media and creative for Stage Stores since 2013, according to The List.

Additional Information

Mobile App Launch: SS launched its new mobile app in Q3. According to Glazer, the company’s new mobile optimized site will “make for a much improved holiday shopping experience” for customers on online and on-the-go.

New Brands: The company completed the installation of 30 Estee Lauder and Clinique counters and 20 Smashbox and Origin counters ahead of Q4.

Media Spend: According to Kantar Media, Stage spent $9.7 million on measured media in 2014 – down 28.2% from 2013. The majority of this was allocated to spot TV ($7.9 million). The remainder went to print, radio and some digital. Media spend per company for 2014: Bealls, $5.2 million; Palais Royale, $1.7 million; Peebles, $657,000; and Goody’s, $571,000

Stage: Has run 37 standard display ads on 186 publishers so far this year (5% mobile). Top ad destinations include theadvertiser.com, sfgate.com, maxpreps.com, about.com and roblox.com (<1% placed site direct). One video ad has been run this year, but no high impact ads. For FY 2014, 26 creatives were run on 161 publishers.

Bealls: Has run 50 standard display ads on 1,200 publishers so far this year (4% mobile). Top ad destinations include seattlepi.com, chron.com, beaumontenterprise.com, timesunion.com and ctpost.com (72% placed site direct). Bealls has also run 23 high impact ads (on Tampa Tribune, GSN, Houston Chronicle and San Francisco Chronicle). No video ads have been run in 2015. For FY 2014, Bealls ran 38 creatives on 140 publishers.

Peebles: Has run 46 standard display ads on 720 publishers so far this year (5% mobile). Top ad destinations are the same as Bealls (65% placed site direct). Peebles has run no high impact or video ads this year. For FY 2014, 82 creatives were run on 399 publishers.

Goody’s: Has run 24 display ads on 566 publishers so far this year (5% mobile). Top ad destinations include chron.com, seattlepi.com, ctpost.com, beaumontenterprise.com and timesunion.com (43% placed site direct). Goody’s has run one high impact ad (GSN) and one video ad in 2015. For FY 2014, Goody’s ran 18 creatives on 87 publishers.